Today, we’re showcasing a special interview with the brain behind London’s freshest fashion tome, DASH magazine.
If you’ve not heard of it, DASH is a new lifestyle magazine that launched during London Fashion Week, back in February. So far, it seems that DASH’s debut edition has been embraced with open arms by London’s fashion elite and the general London public alike.
Originating from East London, with cultural ties all over the world, it brings a brand new perspective on what makes our city tick, through a cutting-edge, fashion-forward lens.
Last week, we met up with NoeMie Schwaller, founder and Editor-in-Chief of DASH, at Haggerston’s wonderful HER Cafe to find out more.
What’s behind the name DASH?
The word DASH relates to the illustrative character of the magazine. Just as an artist would use expressive dots and dashes to add texture to an image, the word also represents the character of the magazine, with its expressive styles and vibrant imagery. I guess also, that since working in the industry I’ve been dashing around a lot too!
What has the reception to DASH magazine’s launch been like so far?
In the wake of our launch, I’ve had many people getting in contact with me, asking to contribute to the magazine. We are selling issues all around the world, from Australia to the USA and Asia (where it is particularly popular).
Tell us a little bit about yourself.
I’m from Switzerland originally, but I have lived and travelled all around the world. I went to High school in Australia for a year, and I have also lived in Auckland, Vienna and Paris, and now I’m stuck here in London! With my passion for visual aesthetics and my love for illustration, I’ve launched the biannual fashion print DASH Magazine. Having lived in many cities around the world, I became culturally open-minded and inspired and try to incorporate this in every issue.
If I could wake up to the same view every morning it would be the Alps. I have coffee for breakfast and DASH for dessert.
How did DASH evolve to become a fully published magazine, sold all over the world?
DASH really grew from my Master’s degree in Fashion Journalism. The magazine was born out of my final project. I’d basically done so much doing the course, that it seemed a waste if I wasn’t to carry on and make DASH into something real.
I like to think that the magazine is original because it showcases illustrations and visual experience first, and foremost. I think it’s important in today’s world, where so many mediums are becoming accessible online, to maintain the tradition of print. It’s fantastic to be able to hold something and appreciate the beauty of a work on the page. I am lucky to work with a great distribution company.
What can someone expect from the magazine when they pick up a copy?
Readers of DASH can expect a magazine that is flowing, continuous and stimulating, covering a broad range of cultural styles and fashions from around the globe but given a London feel. Much of the content in the magazine is visual, which is an important feature yet our texts are engaging and timeless.
Is the culture of East London central to DASH?
I don’t think DASH is assigned to documenting any particular culture. Obviously East London is very influential as that is where we are based and a lot of our material comes from there, but we pick styles and news from everywhere, all over the world.
The current front cover of the first DASH edition features a striking design. Can you tell us a little bit more about it?
Our cover features the very young Turkish artist Meriç Canatan, who also did the chapter illustrations in this issue. Issue two will show a piece by Patrick Morgan and show a woman’s face for a change.
What are your favourite East London hangouts?
I dash around, I don’t hang out!